Trilux DM TRILUX MAILING by Serviceplan Munich

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Industry Household maintenance & pet products, Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Serviceplan Munich
Executive Creative Director Alexander Schill
Creative Director Harald Gasper, Peter Harasim
Art Director Michael Wilk
Copywriter Marc Vosshall
Released April 2010

Credits & Description

Category: Flat Mailing
Advertiser: TRILUX & CO.
Product/Service: LIGHTING
Date of First Appearance: Apr 9 2010 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alexander Schill (Serviceplan)
Executive Creative Director: Alexander Schill (Serviceplan)
Chief Executive Officer: Geza Unbehagen (Serviceplan)
Creative Director: Peter Harasim (Serviceplan)
Creative Director: Harald Gasper (Serviceplan)
Art Director: Michael Wilk (Serviceplan)
Copywriter: Marc Vosshall (Serviceplan)
Customer Consultant: Julia Barth (Serviceplan)
Media placement: Flat Mailing - International Households - April 2010

Describe the brief/objective of the direct campaign.
Our client: Trilux, a leading company for designer lamps worldwide. One of their masterpieces for the design-conscious office: the free-standing TRILUX Torso l. Our Challenge: Raising the awareness level of TRILUX in general and especially for the TRILUX Torso luminaire and reach a targetgroup of very well earning design loving business people from 40 to 60.

Explain why the creative execution was relevant to the product or service.
Our strategy: With a targetgroup like that we needed to be simple and clever. We wanted to convince them without wasting their time with tons of information within the mailing. Our aim was to develop a smart mailing that shows the benefit of the lamp itself in a surprising way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution: A classic looking envelope but just at first sight. Printed on the outside: a high class picture of the TRILUX Torso lamp. By opening the unsealed envelope, our receiver wont find another boring information paper inside. But: the envelope itself becomes the light cone of the design lamp. On the inside of the envelove, the viewer reads: Let your room shine in a perfect light. With the TRILUX Torso. For more information about TRILUX products visit

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
As we sent out the mailing in mid April we don’t have any relevant numbers yet. But what we can say is: the client was more than happy about this simple and clever solution and already got great feedback from coworkers who received the mailing as well.